How to Make Your Brand More Appealing to Women


In the years since the internet became commonplace, marketing has become more sophisticated. Very few brands now just run one series of adverts; many of them have different adverts specifically tweaked to appeal to different demographics.

Social media websites, and Facebook, in particular, allow you to pin your target audience down as accurately as location, age, and interests.

As well as the more tailored aspects of marketing, brands have looked to adapt their products to appeal specifically to men or women. Much of the thinking that goes into marketing directly to women is dated, with a plethora of pink branding and dated ideas of what women are responsive to when it comes to advertising.

As women make up 50% of a brand’s intended customer base, it’s vital that aspiring firms get it right when pitching to the female eye, and so here are our suggested methods for getting more women interested in buying from your company.

  1. Don’t Go Over The Top

Times have changed when it comes to how women are portrayed in society, and the manner of stereotyping they’re prepared to put up with. Being too overt with a ‘this is for women’ message will actually put potential female customers off more than it turns them on.

Slogans like “here come the girls” and “girls just want to have fun” are tired, cliched and more likely to be met with an eye-roll than an enthusiastic order.

Subtlety is the order of the day. Much of what works in appealing to male customers also work in appealing to women; it just needs a subtle shift in positioning. Look at the example of Lion Wins, an online slot website which was designed for female players.

It still looks refined, it largely presents its slot games in a similar manner to sites you’ll have seen which are geared towards men, and it doesn’t patronize its visitors with brash shades of pink or ‘girly’ slot games. It uses a friendly female face and a warm shade of red, and that’s enough to get the message across.

  1. Don’t Overuse Pink

We’ve alluded to this a couple of times already, but it cannot be stressed enough. Using pink to market to women is the most tired and lazy marketing ploy of them all, and savvy customers can see right through it.

Don’t make your products pink unless there’s a material need for them to be pink. Don’t make your website pink unless it’s relevant to the product you’re selling.

Unless pink is relevant to the product you’re selling or the message you’re trying to convey, avoid it entirely. Your audience is more interested in the content of your message and the functionality of your product than they are what shade it is. Your use of language is far more important.

Explain why your product is relevant to women in clear and concise language; don’t just turn it pink and presume that achieves the same result.

  1. Be Smart With Social Media

Marketing with Instagram or Facebook is, as we’ve already said, easy. You can specifically select a female audience, and you can filter them by interest type. It’s hard to go wrong with that level of customization so long as you have smart advertising. In broader terms though, think about where your target audience might be.

Facebook and Twitter are the established focus for online marketing, with more and more brands also including Instagram in their strategy, but if you want to reach women, you should seriously consider Pinterest. Nearly 80% of all Pinterest users are women, and they spend a lot of time on the site.

That means brands that currently advertise on Pinterest know that they’re pitching to women, and will have refined their marketing accordingly. Look at the style of adverts on there that have high levels of engagement, and take what ideas you can from them.

  1. Consider Employing An Influencer

It’s a sign of the times that we live in that ‘Instagram influencer’ is now considered to be a job, but it is, and it pays big money. That’s not just for the person doing the influencing either; it’s also lucrative for the firms paying for the adverts if they choose their ‘influencer’ wisely.

A recommendation that comes from someone with a large social media presence can be more trusted than a conventional advert, because to that person’s followers, it feels like a personal recommendation.

Most social media stars, be they ‘regular’ celebrities or social media personalities, are happy to take money for product placements and mentions. Consider who would be a good fit for your brand or product.

What sort of celebrities could you see using it? If you could see that person using it, it probably means many of that person’s followers would be interested, too. Unless you have bottomless pockets, A-List celebrities are out of the question, so be realistic about who to target, and then get in touch with them.

  1. Make Use Of Humor

There are old cliches about men and women, and what they look for out of relationships. You’ll have heard it said that the way to a man’s heart is through his stomach and that women marry a man who’ll make them laugh. Women are very receptive to humor and will engage with the things that make them laugh.

Unless using humor would be completely inappropriate in the context of what your product is or does, think about how you could inject a dose of fun into your marketing campaigns, and then use it. It’s far more likely to provoke a response – and live in the memory – than dry information or a basic infomercial.

Don’t try too hard to turn an advert into a stand-up comedy routine; go for a gentle laugh and make sure it’s on-message with whatever you’re trying to sell.

That should be all it takes to make sure you’re connecting with a female audience, so to summarize; don’t patronize, don’t go pink, be on Pinterest, speak to influencers and look to make your audience laugh. That’s five basic ideas that could result in a significant uplift in your engagement with female buyers. Put them into practice with your marketing teams, and we’re confident the results will speak for themselves.

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Jeanne San is a Marketing Manager at ContentHow and a freelance copywriter. In her roles, she wears a gamut of different hats—from running extensive marketing campaigns to writing copy that converts—all to ensure business success on the web. Visit her site to know more about her work and how she can help you!


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